Cinema City International reveals its new brand identity and logo
Cinema City International, the 3rd biggest cinema chain in Europe, has revealed its new brand identity and logo. The company has chosen the leading branding and design agency Identica (headquartered in London), to lead the re-branding process throughout its 722 screens in Europe.
It has been 15 years since Cinema City International created its first brand identity and during this time that company has experienced massive growth to become the number 1 chain in Central Europe. Following that, last year the management of the company decided that it is time to approach a leading agency with expertise in brand strategy and identity to challenge the current branding. The process began in March 2010 and lasted almost 1 year. The process included thorough audits in all the territories where CCI is operating, definition of the company’s brand positioning, launch of new visual identity and the presentation of a new logo to the chain.
The audits conclusion showed that Cinema City is perceived among its audiences and employees as a company which is known for being a market leader and innovative. Its cinemas are high-tech with state of the art technology and it always puts a great focus on the comfort and service it is offering the visitors. Sentences like "best service available", "very welcoming" or "high quality" were raised often.
Following the audits it was agreed that the new design should reflect the innovative and progressive nature of the company together with its warm atmosphere and welcoming approach. The main message that the company management wanted to communicate to the audience through the evolution of the brand identity is "ENJOY!"
The new logo is being implemented across the company and we believe that its audience will find the new visual identity representative of the brand that they already know and appreciate.
Mooky Greidinger, CEO of Cinema City International, said: "We always believed that our real goal is not only to attract the people to visit us for the first time and when there are huge movies in the cinemas but that we should give our visitors the best service with the most comfortable and advanced facilities so they will enjoy their time in the cinema and will want to come again and again. I was happy to read the results of the audit presented to us by Identica and I am sure that the new logo will complete our brand identity and represent what our company is offering to each of our millions of visitors"
Franco Bonadio, CEO of Identica, says: “Cinema City is a world class business with big aspirations. They are unparalleled in service and quality standards and all that was lacking was a corporate identity that matched their ambition. The new identity brings a new sense of clarity, confidence and stature and positions Cinema City for growth and global expansion.”
Cinema City International is the largest multiplex cinema operator in Central & Eastern Europe and in Israel. The Company operates 90 multiplexes with 863 screens, in 7 countries (Poland, the Czech Republic, Hungary, Romania, Bulgaria, Slovakia and Israel). There are 35 more multiplexes under development, which will offer approximately 360 new screens. In addition, Cinema City is actively involved in cinema related advertising and film distribution.
In 2010 Cinema City sold 30.5 million tickets in six countries, 11.1% more compared to 2009.
The Cinema City group employs over 4,000 people in 7 countries.
• Identica (www.identica.com) is a strategic design and brand consultancy that helps clients dominate their markets through turning them into brand icons.
• Identica believes truly great brands are not only successful, they are iconic too. Love them or hate them, iconic brands really do stand out from the pack. They get people talking, command respect and create an impression that is way bigger than reality.
• Identica’s services include brand strategy and visualization (brand expression); name generation; corporate identity design; literature design; multi-media design; packaging design; retail POS design; digital design; and new product development.
• The agency is part of EdC communications along with Dare, Elvis, Brando and Band & Brown.
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